Price to low - dumping
Price to high - gouging
Price the same - collusion
Let’s face it. You can’t win.
You can totally win. Just charge fair market rates!
Don't deliberately lose money on sales in order to ruin your competition, because that's bad for free markets. Don't deliberately overcharge people by taking advantage of their misfortune, because that's bad for free markets. And then don't make any secret back room deals with your competition in order to overcharge customers, because that's bad for free markets.
Instead, charge the highest price you can fairly get people to pay. If you charge too much they will buy less and you will make less profit than if you had charged less. If you charge too little they will buy it all but you will make less profit than if you had charged more. So just try to find the price that makes you the most money in a free and open exchange, and you and the customer both win.
At least, that's the simple model of how capitalism is supposed to work. Complications arise when there are no police around to prevent dumping, gouging, and collusion. Even the idealized "free market" model needs regulation to avoid theft and enforce contracts. Truly unregulated markets always end up being dominated by thugs and strongmen, because unrestricted criminal activity is always more profitable than fair competition.
I don't think anyone will argue that a completely unfettered free market is perfect. I'm a huge fan of free markets, but recognize that there are cases where they're imperfect and government involvement is good, for example:
1) monopoly/duopoly/collusion
2) intellectual property
3) situations where there's an imbalance of information, i.e. uninformed consumers
4) enforcement of contracts
5) reserving use of force for the government (i.e. you can't go smash your competitor's kneecaps)
On the topic of gouging, I'm going to take an unpopular position by saying that except in some cases of both monopoly power
and life-threatening and/or life-altering situations, it doesn't actually happen. Several years ago, I lived in Texas, and rode out a couple of hurricanes. One story that got a lot of attention was a group of people from the midwest who purchased a semi truck's worth of generators, drove down to the gulf coast, and were selling the generators for something like double their original cost. They caught a lot of flak for "gouging." But what's the alternative? If you take away the profit motive, you don't get people trucking generators down where they're needed most, and everyone loses out.